Boss Explores Creativity Through its Spring/Summer 2023 Campaign

Boss never misses an opportunity to show its encouragement for people to “Be Your Own Boss,” including in its Spring/Summer 2023 campaign.


BOSS has recently released a new Spring/Summer 2023 campaign with the inspiring motto “Be Your Own BOSS.” The campaign aims to encourage individuals to embrace their full potential and become leaders in their own right. To explore the creative side of the campaign, BOSS focuses on the photoshoot concept with stars – including internet sensation Khaby Lame, Korean actor Lee Min-ho, singer Maluma and tennis player Matteo Berrettini – posing with their childhood pictures. These widely recognized personas overcome challenges and internal conflicts to establish themselves as their BOSS. Photographer Mikael Jansson captures the essences  of the campaign, inviting us to empower ourselves fully while showcasing BOSS’s their current collection, which is as elegant as the message they convey.

Khaby Lame
Lee Min-Ho
Matteo Berrettini

Regarding his new role as BOSS’ new ambassador, Elordi expressed his gratitude for the opportunity to work with the fashion house and looked forward to their partnership. In a set of studio images, Elordi is rocking an array of smart-casual outfits, perfectly matched with a range of eyewear pieces in the brand’s spring/ summer 2022 collection, including the “RESPONSIBLE” line which features 100-percent eco-friendly, biodegradable materials. In addition to the eyewear campaign, Elordi also fronted BOSS’ cinematic campaign for its latest olfactory delight, BOSS The Scent Le Parfum, together with American actress Laura Harrier.